Presentation by Sietske Gras-Dijkstra Member of the UNWTO World Committee on Tourism Ethics Member of the UNWTO Themis Foundation for Education and Training Lecturer in Tourism Ethics

1. Tourism Ethics
in Tourism Education
Sietske Gras-Dijkstra
Member of the UNWTO World
Committee on Tourism Ethics
Member of the UNWTO Themis
Foundation for Education
and Training
Lecturer in Tourism Ethics
Values in Tourism
An Itinerary to Tourism Ethics

2. Tourism Ethics
in Tourism Education
What? Why?
Fundamental moral Growing impacts of
values / principles (mass) tourism
Applied Ethics: Growing need for
▪ Medical ethics moral responsibility
▪ Animal ethics in accordance with
▪ Environmental ethics Millennium Goals

3. WHAT: moral issues in tourism
 Respect and understanding
 Guest – Host Relations
 Tourism impacts  CHALLENGE !
 Minimize negative, maximize positive impacts
 Protect natural and cultural heritage
 They belong to the common Heritage of Mankind
 Tourism growth  is there a limit?
 Carrying capacity may demand Limits
 Poverty reduction  exploitation
 Opportunities  Threats

4. WHY
Tourism Ethics in Tourism Education
 Understand and disseminate
the Global Code of Ethics for Tourism
 Recognize and raise awareness for
moral issues and dilemmas in tourism
 Teach students in tourism (on each level)
– to form a well-argued moral judgement
– to be able to debate on moral issues

5. UNWTO
Global Code of Ethics for Tourism
Tourism students: instrumental in
dissemination and implementation
of the Code of Ethics

6. Implementation of moral principles
in educational institutions
UNWTO.TedQual Certification System for Quality
Improvement of Tourism Education
1. “Walk the Talk”:
 Code of Ethics (Conduct) of the School
 Admission of Students  EQUAL RIGHTS
 Promotion of Respect and Understanding
1. Implementation of the principles of the Code into
the curriculum/program:
Knowledge, Skills, Values, Attitude

7. Curriculum formulation
Support each strategy by a case study
1. Pragmatic approach
Starting from rules / principles  Code of Ethics
1. Theoretical approach
Starting from ethical theories and moral
responsibilities considering real-life situations
1. Empirical approach
Research of moral arguments and moral actions

8. Global Code of Ethics for Tourism:
an umbrella for responsible development of tourism
1. Mutual understanding and respect
2. Individual and collective fulfillment
3. Sustainable development  SUSTAINABILITY
4. Enhancement of cultural heritage
5. Beneficial for host countries and communities
6. Obligations of stakeholders
7. Right to tourism
8. Liberty of tourist movements
9. Rights of workers and entrepreneurs
10. World Committee on Tourism Ethics

9. Debate on moral issues
Practical moral issues and dilemmas:
Recognize – Analyze – Debate
1. What is the central question?
2. What factual aspects do you need to know
(and why?)
3. Which principles or theoretical
considerations might be relevant?
4. Is there sufficient basis for advice?

10. FOR EXAMPLE:
1. Should tourists respect the culture of their hosts, or
do they have a right to an “indulgent” vacation?
2. Do the benefits of tourism outweigh the impacts?
3. Does ecotourism really contribute to combating
climate change/reducing carbon emissions?
4. What steps can we take to prevent overcrowded
national parks and other tourist attractions?
5. What are arguments for and against for developing
tourism in lands of indigenous people?
6. How can winter sports and mountain climbing be
developed in a sustainable way?
7. Can sex tourism be justifiable?

11. THANK YOU
FOR YOUR ATTENTION